How to better quantify attention in TV and Print in India

The evolving advertising landscape in India demands accurate measurement of audience attention in traditional TV and print media. This study explores innovative methodologies to capture consumer engagement on these platforms. For print media, advanced technologies, including eye movement tracking and machine learning, quantify attention through an Attention Index that measures engagement per ad in newspapers. For TV, the concept of Attentive GRPs refines traditional Gross Rating Points by overlaying an Attention Index, providing a more accurate reflection of viewer engagement during ad breaks.

As TV and print still command a significant portion of advertising spend in India, understanding audience attention in these traditional channels is crucial. The methodologies presented offer valuable insights, helping advertisers optimize ad placements and maintain the relevance of traditional media in the digital age. The study emphasizes the importance of granular attention metrics, revealing variations in ad attention across genres and the potential for improved budget optimization and creative strategies.

The integration of cutting-edge technologies and refined metrics enhances the understanding of how ads perform, thereby informing more effective advertising strategies and ensuring that traditional media continues to play a vital role in brand-building in India.

The full article has been published on WARC, the leading portal on Marketing, where it stands out as an insightful paper on quantifying attention in TV and Print.

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